BROADCAST SPOTLIGHT: NHRA GATORNATIONALS

SMT continues to roll out enhancements for its 10th year supporting NHRA drag racing

Thanks to Paulus Weemaes Director, Motorsports, for contributing to this report. Thanks to Paulus and Marketing Specialist Kathy Hughes for providing images. Thanks to Video Editor Shaun Bales for the highlight reel.

The AMALIE Motor Oil NHRA Gatornationals marked the start of the 2025 NHRA season with a thrilling showcase of speed and technology. As the NHRA enters its 74th season, SMT celebrates a milestone of its own—10 years of supporting the sport with innovative broadcast and in-venue enhancements.

Since 2016, SMT has played a pivotal role in elevating the NHRA fan experience. When FOX Sports secured broadcast rights to 24 weeks of Lucas Oil Drag Racing, the expanded coverage opened new doors for SMT technology integration. SMT answered the call by introducing NITRO, its patented video overlay technology, bringing virtual graphics to the NHRA for the first time.

Key Enhancements Introduced by SMT:

• NITRO Virtual Graphics – Including driver cards, lane sponsors, guard wall ads, Video in Perspective (VIP), and the virtual finish line

• Ongoing Evolution – Adapting graphics to align with broadcast aesthetics and integrating new storytelling tools and sponsor placements

• Scoring Graphics Overhaul (2023) – Transitioned to GEMStat/Live, replacing the Fox scoring graphic with a fully customized system

• New Visual Identity – Implementing refreshed animations and enhanced graphics for a modern look

"We started with NITRO providing virtual effects, including start/finish lines, staging lines, virtual sponsors, and staging effects," said Paulus Weemaes, SMT’s Director of Motorsports. "In mid-2023, we introduced a completely new look, replacing the Fox scoring graphic by delivering all scoring graphics with GEMStat/Live and custom-built shells for all graphics. Last season, we introduced new animations and a refreshed visual identity."

Innovations at the 2025 NHRA Gatornationals

SMT’s impact on the NHRA Gatornationals extended beyond traditional broadcast enhancements, rolling out new features for in-venue video boards and NHRA.tv streaming.

New Features:

• Enhanced Graphics for In-Venue & Streaming – Added ladders, matchups, weather conditions, and lower-third results, eliminating the need for cameras to capture physical finish boards.

• Complete SMT Integration – SMT now provides graphics and animations across all platforms: broadcast, in-venue, and streaming.

• Stat Touch Screen Upgrades – Improved usability for production teams and on-air talent with real-time environmental data from weather stations at key track locations.

"SMT now provides all graphics and animations across every single platform—broadcast, in-venue and streaming," Paulus added. "There isn’t a single place where SMT isn’t present."

Creative Advancements and Continuous Innovation

With the launch of a new graphics package last year, SMT’s 2025 focus has been on maintaining and refining its creative elements.

Creative Updates for 2025:

• Graphic Maintenance & Weekly Support – Ensuring consistency and quality across all SMT graphics.

• Logo Fly Animation Updates – Enhancing the visual impact of transitions.

• Refined Driver Front Ends & Headshot Production – Improving clarity and presentation.

"This season, our primary focus has been on graphic maintenance and weekly creative support," said Lexi Batista, SMT’s Director of Creative & Strategy. "That includes updates to the logo fly animation, driver front ends and overall headshot production."

As SMT celebrates its 10th year with the NHRA, we continue to push the boundaries of motorsports broadcasting, ensuring that NHRA fans receive an immersive, data-rich viewing experience across all platforms.

Motorsports fans Kathy Hughes and her son, Conner Kohlbeck, at the 100th Anniversary of the 24 Hours of Le Mans. Kathy recently attended her first NHRA racing event.

Marketing Specialist Kathy Hughes shares her first-time NHRA experience

Thanks to Kathy Hughes, SMT Marketing Specialist, for this report and the photo.

As a lifelong motorsports fan, I thought I knew what to expect at the NHRA Gatornationals—but nothing could have prepared me for the sheer power and intensity of drag racing. Watching trackside, I could feel the force of the cars in my chest with every launch. It was unlike anything I had ever experienced, even after years of attending endurance races like IMSA. The level of coordination at the start line, as drivers were seamlessly cycled through, was especially impressive.

Motorsports has always been a huge part of my life. My son has been racing since he was 17, and I’ve had the thrill of riding with him at both Daytona International Speedway and Roebling Road Raceway. We attend races together—it’s our thing. Over the years, we’ve checked off some incredible events:

• Rolex 24 Hours of Daytona (16 years and counting)

• St. Pete Grand Prix (4 years)

• 12 Hours of Sebring (Once)

• 100th Anniversary of the 24 Hours of Le Mans (June 2023)

• Laguna Seca (Upcoming in May 2025)

• Bucket list: Monaco Grand Prix

Each form of racing offers something unique. NHRA is an all-out, 2-3 second explosion of adrenaline, rubber and exhaust. IndyCar, in contrast, is a patient, strategic battle, with the final two laps delivering the ultimate rush.

From an SMT perspective, I took in the experience from multiple angles:

1. SMT Services for NHRA – Understanding our contributions: cameras, weather antennae, start line sensors, calibrations, graphics (Nitro, GEMStat/GEMLive, CIS), incoming data feeds, and operators. Observing how graphics like lane indicators, finish line logos, and driver cards are implemented and assessing their clarity, usability, and potential applications in other sports.

2. Marketing Perspective – Seeing how our services translate from proposal documents to real-world execution. Identifying opportunities to refine our materials, enhance visual storytelling, and capture content for social media and Oculus.

3. Understanding NHRA – Learning the nuances of the sport: different racing categories (Funny Car, Alcohol, Top Fuel, Dragster, Motorcycles, Super Street), qualification processes, timing, team strategies, and how it all compares to other series I’ve followed. Exploring potential future integrations like LED boards, Selfie Kiosks, or TIPS.

Taking in the event atmosphere, meeting SMT colleagues, seeing our team in action and appreciating the expertise that makes these broadcasts possible really tied everything together for me. NHRA delivered an unforgettable experience—one that I can’t wait to relive. And next time, I’ll be ready for the force of those launches!

CONFERENCE SPOTLIGHT: SMT and SABR

2024 Data Challenge winners: Left to right: (undergrad winning team): Ishan Kinikar, Levon Sarian, Atul Venkatesh; (graduate winning team): Kendall Ruth, Joshua Southwick, Douglas Fenwick
Bold: denotes SABR participants

SMT and the SABR Analytics Conference: Showcasing data innovation for baseball

SMT is once again at the forefront of sports analytics, making a significant impact at the 2025 SABR Analytics Conference, held from March 14-16 at the Beus Center for Law and Society on Arizona State University’s Downtown Phoenix Campus. This year, SMT’s involvement extends from sponsorships to expert panels—and an exclusive live stream for employees!

Live Stream Opportunity for SMT Employees: This afternoon, SMT’s VP of Marketing and Creative, Patricia Hopkins, will send out a link that employees can use to live stream the conference. Don't miss this exclusive opportunity to have a virtual seat to hear industry-leading research and discussions at one of the most influential sports analytics conferences of the year!

Saturday, March 15
10:00-11:20 a.m. - SMT Data Challenge Presentations

• 10:00-10:15 a.m. - Route Acumen: Grading Routes on a Curve
  Ian Chang, SMT

• 10:15-10:30 a.m. - Using Eliteness Early: Influence of the Opener on Run Prevention
  Lyev Pitram

• 10:35-10:50 a.m. - Evaluating Outfielder Route Efficiency and Route Paths by Level
  Brett Cerenzio

• 10:50-11:05 a.m. - Relationship Between Impulse and Velocity in Baseball Pitching
  Cameron Jensen

• 11:05-11:20 a.m. - Pitcher Dynamics xPLained: Creating a Model that Determines When to Pull a Starting Pitcher
  Atul Venkatesh, Ishan Kinikar, Levon Sarian

On Saturday afternoon, SMT is sponsoring Session 3, which features the keynote talk by Glenn Fleisig, American Sports Medicine Institute, "The Tommy John Surgery Epidemic – Why So Many Injuries and What Can Be Done to Stop Them?"

SMT's 2025 Data Challenge: SMT’s Data Challenge has become a premier competition, providing aspiring data analysts with a launchpad into the sports analytics industry. Now in its fourth year, the challenge has propelled participants into careers with top organizations such as the Atlanta Braves, Los Angeles Dodgers, New York Yankees, Milwaukee Bucks, Houston Texans, and Indiana Fever.

Last year's Data Challenge saw an impressive 232 participants from six countries and 26 U.S. states. Participants worked with real-world minor league baseball tracking data from SMT’s 6th Tool application, a cutting-edge optical computer vision system that records player movements, ball trajectories and event timings. This data-driven approach is utilized at 22 universities nationwide, including Texas A&M, Florida, and N.C. State.

Deadline to register: The registration deadline for this year's Challenge is April 30. Stay tuned for more information in next week's Oculus! 

Events and Remote Teams

We are staffing 68 events this week. Safe travels to all!

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